- Morocco has recorded 1,500pc growth for Riviera Travel’s Marrakesh and The Atlas Mountains itinerary for 2026
- Grand Tour of New Zealand with Australia has seen passenger numbers rise by 300pc
- Bruges, Medieval Flanders, Amsterdam and the Dutch Bulbfields river cruise has seen passenger numbers rise by 400pc
- The Best of Japan has continued to stand out among long-haul destinations for 2027 departures
- Western Europe river cruises, including Gastronomy of the Seine, have seen growth of 354pc
Riviera Travel’s latest booking data from the trade has revealed the destinations and experiences driving the strongest growth across escorted touring and river cruising. Morocco has emerged as one of Riviera Travel’s fastest-growing destinations for 2026 departures, with the Marrakesh and The Atlas Mountains itinerary recording an impressive 1,500pc growth compared to the same time last year. The strong performance has reflected Morocco’s growing popularity with customers looking for an affordable, year-round, cultural destination that is convenient to access, with Morocco’s close proximity to Europe being an attractive alternative to traditional short-haul destinations.
Demand has continued to extend beyond Morocco, with strong growth also recorded across a range of Riviera’s long-haul itineraries. Grand Tour of New Zealand with Australia saw passenger numbers rise by 300pc, highlighting a growing appetite for immersive touring experiences. The 12-day Grand Tour of Kenya and 11-day Grand Tour of Portugal: Lisbon, Porto and The Douro Valley itineraries also saw impressive triple-digit growth from the trade year on year. The appetite for discovery-led travel has also been reflected across Riviera Travel’s river cruise programme, with customers continuing to seek holidays that offer a blend of culture, history and exploration across some of Europe’s most celebrated regions. The strongest-performing river cruises have showcased continued demand for journeys through Western Europe, with itineraries such as Bruges, Medieval Flanders, Amsterdam and the Dutch Bulbfields seeing passenger numbers rising by 400pc, whilst Gastronomy of the Seine saw growth of 354pc.
Looking ahead, early booking trends have suggested demand is set to continue into 2027. Across Riviera Travel’s river cruise itineraries, customer demand has remained strongest throughout Western Europe, with Highlights of the Douro Valley and Salamanca continuing to perform strongly. The Best of Japan has continued to stand out among Riviera Travel’s most popular long-haul destinations for 2027 departures, whilst Lake Garda, Venice and Verona and Grand Journey on Canada’s Rocky Mountaineer and Alaskan Cruise have reflected continued demand for immersion-led touring holidays. These trends have given agents a strong mix of proven short and long-haul options to promote as customers plan further ahead.
Vicky Billing, Director of Trade, Partnerships, and Loyalty at Riviera Travel, shared: “These results are a true reflection of the strength of our partnerships across the trade, and we’re incredibly grateful for the ongoing support from our agent community. From the rapid growth we’re seeing in destinations such as Morocco, to the popularity of our European river cruises, these trends show that guests are continuing to value the culture, discovery and meaningful experiences that sit at the heart of every Riviera holiday.”
